Application of Food Marketing Optimization using Analytical Hierarchy Process (AHP)

Abstract

At present, the agricultural commodity marketing system in Indonesia is detrimental to farmers. Due to the low selling price due to its dependence on intermediaries. That dependency indicates the difficulty of farmers to obtain data or information related to the market. But now, the government has provided data on the commodity market for the public interest. This research seeks to provide alternative solutions by providing web-based decision support applications that can help farmers get optimum marketing in selling their commodities. The price and market location dataset and market conditions obtain by synchronizing data services for the Food Security & Counseling Agency (BKKP) in Yogyakarta. Application of decision models using AHP produces the best marketing decision recommendations in the form of market location and price, based on the location of the farmer's house and the condition of the commodity. System usability test results with 30 farmer respondents resulted in an average value of SUS 70.0, and SUPER-Q scored 79%. The application can be accepted by farmers to use.